The Research On Marketing Strategy Of Decathlon China

Since the debut in 2003, Decathlon Group has opened over 100 stores in China. In the first half of 2014, Decathlon Group has achieved 2.39 billion RMB turnovers in total, which turned into 3.5% of market share. The great success of Decathlon China is mainly relying on its marketing strategies. On the basis of the Marketing Theory of 4Ps, this article analyzed the marketing strategy of Decathlon Group in China with methods of literature consultation, expert interview and investigation. The conclusions are as follows:1.Decathlon produces full ranges of private brand products based on strong product research and development ability. While most products are sold in a relatively low price, Decathlon is still extensively carrying out "Lower Price" strategy. In terms of places (or channels), Decathlon has established a strong and independent supply chain which involves production, warehousing, logistics and stores. Last but not least, Decathlon earns customers’ trust and praise by providing unique consumption experience and all-around services.2. The success of Decathlon Group has brought enlightenment to the Chinese sport goods companies who are recently suffering from depressions. Domestic sport goods companies could follow the example of Decathlon on market positioning, product research and development, enhancing consumption experience and after-sale service.3. Despite of its success, Decathlon Group is confronting some challenges as well, such as product homogeneity, unsustainability of "Lower Price" strategy, unattractiveness of promotion strategy and lack of talents.Based on the major conclusions above, this article offered several advises to both Decathlon Group and domestic sport goods companies.1. Decathlon Group should try to simplify its product category or even sports categories that are not so popular in China. It is also important to transfer the marketing emphasis from "Lower Price" strategy onto "First Technical Price" product or "Innovation Product". Thirdly, Decathlon Group should enhance the attractiveness of marketing activities by offering more promotions and membership discount methods, which would finally contribute to the marketing strategy. Last but not least, it is fairly important to promote the communication on recruitment to guarantee the overall quality of the staff team.2. Domestic sport goods enterprises should firstly adopt a customer-oriented marketing concept thus to launch product research and development on the basis of customer needs. It is also recommended to strengthen the overall control of the entire channel through acquisitions and mergers. Thirdly, domestic sport goods enterprises should also pay attention to the cultivation and dissemination of its own culture, and then deliver to the customers so as to obtain recognition and loyalty from the customers.